PAMPER MARKET PLAN AND MARKET RESEARCH

Segmentation/Targeting/Positioning

Segmentation:

Pampers segments their markets using several different strategies. One strategy used is demographic segmentation, when Pampers targets mothers with babies ages 0-3. Here they are using segmentation by sex and age, they do this by showing commercials with mothers in stores, along with their young child shopping for diapers and choosing Pampers. Focusing on the income and social classes of users is another way pampers has used demographic segmentation. Pampers has been able to maintain this large segment due to the fact that they have affordable, high quality products that appeal to middle income, price conscious, and upper income groups. They break these segments down by focusing on high quality to appeal to the upper class, and focus on how affordable they are to appeal to the lower income customers. While, middle income users fall somewhere in between and can be reached by either type of adv

Targeting:

. Pampers increased the price of its products in 2009, while other brands didn’t follow this trend. So price sensitive section left pampers. 2. ZJ introduced its brand named happi nappy and baby care which took away the unit sales from pampers. 3. These two brands of ZJ were playing on price so the price sensitive segment left pampers 16

Product:

The product strategy and mix in Pampers marketing strategy can be explained as follows:

Pampers offers brand of baby and toddler products. It product strategy in its marketing mix offers Swaddlers, Cruisers, Baby Dry, Sensitive Wipes, Easy Ups Boys, Easy Ups Boys. In India, it offers following products: Premium care pants, Dry care pants, New baby diapers, Active baby diapers, Baby dry diapers

Pampers is positioned as a product to improve lives of babies, toddlers and also their parents. Parents prefer diapers for their young children due to their hectic professional life as diapers do not require additional care and frequent replacements. In 2014, Pampers had a global market share of around 33% for disposable baby diapers. It is a global leader in the baby diapers category followed by Huggies (18% market share). In India, Pampers, Huggies and Mamy Poko constitute 85% of the market share.

Price:

Below is the pricing strategy in Pampers marketing strategy:

Pampers focuses on Non-Price Competition pricing strategy. Pampers focuses on quality, packaging and delivery to differentiate itself from its competitors. Price is not reduced to increase the demand for its products. Due to its excellent quality, its customers don’t mind to pay a price to buy its products although it is not priced at a premium. The competitors pricing is also kept in mind as a part of its marketing mix as to not overprice the products.

Place:

Following is the distribution strategy of Pampers:

Pampers is a brand owned by P&G and P&G has a wide product portfolio in the FMCG sector. It has extensive distribution channels globally. From the company, Pampers products are transported to the carrying and forwarding agents. From Carrying and Forwarding agent, they are transported to the distributors then to the wholesalers and then to the retailers. Sometimes from the distributors, they are directly transported to the large modern retail outlets. In India, Pampers diapers are available at retailers, supermarkets and kirana stores from where the final consumers are able to purchase it.

Pampers diapers are also sold on E-Commerce websites. In India, they are sold on Amazon.com. Here there is no need for a consumer to go to the retailers to buy the product.

Promotion:

The promotional and advertising strategy in the Pampers marketing strategy is as follows:

Pampers is a brand of P&G, which is a powerful FMCG company. The promotional strategy in the marketing mix of Pampers is aggressive and uses all media. P&G carries out following promotional activities of its brand Pampers:

P&G comes up with TV ads showcasing the importance of using diapers to the children and the comfort the babies be with diapers. The ads are targeted at the middle class and above middle class young working women. In India, P&G is one of the highest spenders on advertising.

It also comes out with print ads on newspapers and health and nutrition magazines. Pampers also promotes itself through direct marketing where mails are sent to mothers with babies. These mails contain nutritional tips for mothers and may also contain coupon codes to avail discount while purchasing.

It also promotes itself through product placement in movies. Pampers had paid $50000 to feature itself in a film “Three Men and a Baby”. It also indulges in CSR activities. For example, in Pakistan they came up with Spread A Smile campaign where they provided free health check-ups and medicines for babies in flood affected areas. In some countries Pampers promotes itself through Billboards. Pampers also has a YouTube channel where it comes with creative ads and videos. This summarizes the Pampers marketing mix.

About Pampers:

Pampers is an American brand of baby products marketed by P&G. It was founded in the year 1961. Its present in over 100 countries and its diapers are used by 25 million babies. Pampers was the first brand of P&G to make $10 Billion in annual revenue.

To better understand the brand, let’s first study Pampers brand system:

Vision: take care of the happy and healthy development of all babies

Primary target: first-time mums with babies aged 0-3 years old.

Benefits: Pampers provides the best absorption, comfort, and skin protection to babies so they can move or sleep freely again.

Reason To Believe: Pampers diapers are made from soft and breathable materials that move with the baby as he plays and sleeps during the day. Pampers diapers are also adapted to each stage of baby’s development

Value proposition (ties it all together): For babies aged 0 to 3 years old, Pampers will provide the best absorption, comfort and skin protection thanks to diapers made from soft and breathable materials that moves with babies as they play and sleep during the day.

Brand essence: Love, sleep, play

Segmentation/Targeting/PositioningSegmentationPampers segments their markets using several different strategies. One strategy used is demographic segmentation, when Pampers targets mothers with babies ages 0-3. Here they are using segmentation by sex and age, they do this by showing commercials with mothers in stores, along with their young child shopping for diapers and choosing Pampers.Focusing on the income and social classes of users is another way pampers has used demographic segmentation. Pampers has been able to maintain this large segment due to the fact that they have affordable, high quality products that appeal to middle income, price conscious, and upper income groups. They break these segments down by focusing on high quality to appeal to the upper class, and focus on how affordable they are to appeal to the lower income customers. While, middle income users fall somewhere in between and can be reached by either type of advertising.Geographical segmentation is used quite often because of the fact that the majority of mothers are working these days. The demand for diapers is very high in urban areas where young couples are starting new families. Pampers focuses on these high population urban areas by advertising in a way that shows new, young, busy mothers shopping and caring for their babies after a long day of work.Another way that Pampers segments its market is by the benefits that are provided to their users. Whether its sensitivity, extra protection, or a wetness indicator, these different benefits that are provided allow Pampers to segment these different users. Using advertising that shows babies and parents using these different benefits and getting the results they desire is a way that Pampers uses this form of segmentation.

TargetingFor our advertising campaign we are targeting young dads, ages 25-35, which are having their first child. For the most part, Pamper’s tries to target their ads toward moms who either are expecting a child or already have children. We decided to target our ad campaign to dads since most diaper companies choose to target the moms instead. We want dads to be more aware of the choice of diapers Pamper’s produces and not just rely on the moms to pick them out. Since men typically want products that are durable and reliable, such as a truck or tools, why shouldn’t they have diapers for their baby that are just as durable.PositioningCurrently Pampers is positioning its diapers and wipes by its attributes and benefits, while also using their competitors like Huggie’s to position them within the market. Because of the quality of Pampers diapers, Pampers stresses that their diapers are the most sensible for consumers to use. They say that you get more for your money when you buy Pampers because of their long absorbency capabilities, which when compared to other diapers in the market are one diaper for every two you would need to use of another brand. In our ad campaign we are going to position our products by a quality of the diapers and product users.